Take, for example, this woeful tale of a poor innocent apostrophe who found himself sandwiched between “DVD” and “s” at the Asda Living store in Forster Square, Bradford.
Clearly there was some twisted logic in the minds of his tormentors: after all, you use an apostrophe to indicate missing letters, right? The ultimate D in DVD stands for “Disc”, which means there are missing letters – ergo an apostrophe is required, right?
Sadly for our poor, misused apostrophe: wrong. An apostrophe, as I’m sure you are aware, never pluralises. Remember: no means no.